CONTENT TO CONVERSION:Is Your Content Drivingthe Right Path?Ninan ChackoCEO
PR Newswire is the global leaderin innovative communicationsand marketing services,enabling organizations toconnect and en...
Amplify your content through our syndication networkPR NEWSWIRE’SCONTENTSYNDICATIONNETWORK150+ MOBILEPARTNERSHIPSSOCIAL ME...
We have theresources tomake yourcontent moreVISIBLE.We have thedistribution &syndicationnetwork toAMPLIFY yourcontent.Our ...
Not so very long ago…Traditional methods worked independently to informconsumers through EARNED and PAID media.
Image source: http://www.threewingsmedia.com/2011_02_01_archive.htmlADVERTISER• Pushes information• Needs to listen• Focus...
The future is nowContent drives them allOWNEDMEDIAEARNEDMEDIAPAIDMEDIASOCIAL + SEARCH + MOBILEA brand pays toplace ad or c...
We’re trending towards moreinteractive, two-way communicationbetween consumer and brandacross all media.Companies must pro...
The creation and sharing of highquality, valuable content by thebrand to engage current &potential audience and influencer...
The value exchangeBRANDCurrency = ContentAUDIENCECurrency = Personal InfoJane Smithjane.smith@xyz.com555-555-5555CEO, XYZ ...
What that looks like…
IDENTIFY & TARGETPROMOTE &SYNDICATECREATE, CURATE &OPTIMIZE CONTENTLISTEN, ANALYZEMEASURES &STRATEGIZEENGAGE & INTERACTThe...
Adding the customer’s voice into contentIt starts with LISTENINGSocial MediaChannels• Twitter hashtags #• LinkedIn groups•...
Map your content to thecustomer’s buying process
Research data, funny videos,curated lists, infographics,thought leadershipTypes of contentThought leadership &entertainmen...
Research data, funny videos,curated lists, infographics,thought leadershipTypes of contentThought leadership &entertainmen...
Classic story arcx = timey = tensionopeningsceneclimaxdénouementEarned Mediabeginning middle endAdapted from Lou Hoffman -...
x = timey = changeOld Way New WayfuturestorytellingfodderAdapted from Lou Hoffman - www.Hoffman.comThe communicator’s stor...
Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
We began blog post syndicationin June 2011 and found ourblog traffic more than doubledfrom earlier in the year53%And, in t...
57%More likelyto purchasewhen thereis videoContent such as Blog Posts & YouTube videos canEducate Customers to the point w...
With content tailored to what customerswant or need, they end up spendingmore time engaged with that content… developing a...
Stream & distribute your content in multiple formatsOnline distributionswith photoMultimedia NewsReleasesARC EngagementPla...
* The number of stories with downloadable filessuch as PDFs, PPTs, DOCs is significantly fewerthan those without, however ...
Multiple-stage engagementPERSONA:Tax filers who:1. Are concerned doingtheir taxes will take a lot oftime.2. May fear safet...
Multiple-stage engagementPERSONA:PR & Marketers who:1. Want to learn how touse video to tell their story.2. Think that vid...
Adding distribution paid off — tallyingthousands of reads of the press release —and tens of thousands of video views.Reade...
Men’s Wearhouse utilized the a combination of multimedia, multipleassets, and multiple updates to power an integrated paid...
130,171 total garments collected. ARC ENGAGEMENT STATSTotal impressions through strategicmedia placements1,919,378Total vi...
Publish a steadystream of contentKeep it relevant& interestingTRUST RELIABILITY DELIGHTAdapted via: http://danspira.com/20...
1CONVERGENCEof Paid/Earned/Ownedis blurring linesbetween corporatecontent from how it’screated to who andhow it is beingcu...
CONTENT TO CONVERSION: Is Your Content Driving the Right Path? By Ninan Chacko – CEO of PR Newswire
CONTENT TO CONVERSION: Is Your Content Driving the Right Path? By Ninan Chacko – CEO of PR Newswire
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CONTENT TO CONVERSION: Is Your Content Driving the Right Path? By Ninan Chacko – CEO of PR Newswire

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Presentation given by Ninan Chacko, CEO of PR Newswire at the Business Development Institute April 17, 2013 Content Marketing Summit held in New York City. Content has become the catalyst for audience engagement, and the role of earned media in driving organizational success has been strengthened as a result. However, in this rush to content being "king", we have begun to lose sight on what we want that content created to achieve. At the outset of any campaign one must ask; what is the conversion metric we hope to attain to build awareness and spark action. Be it views, shares, a sales; that metric is the key to any content marketing strategy. As your brand (whether B2C, B2B, or Non-profit) provides context around the conversation, we have to ask how your strong and compelling content is driving your desired outcomes.

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  • Many of you are familiar with PR Newswire as being one of the leading distributors of press release content for the last 50+ years. However over the last 10-15 years PR Newswire has morphed into one of the largest content syndication companies in the world.
  • Social media platforms provide opportunity to present an authentic voice to the consumer… this is because non-genuine messages are not supported by the participants. They allow for listening and immediate feedback.
  • Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency.  The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
  • Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable
  • Bringing customer voice into content
  • More advanced/sophisticated content strategies should map to “desired outcome”
  • Map content to the buying stage {keep it short}
  • Map content to the buying stage {keep it short}
  • The Classic Story Arc as we know it currently concludes it’s life span today in a period of 72 – 96 hours….and we think this is beginning to shorten. This requires marketers to separate our channels of Paid, Earned, and Owned and in this instance, relies fully on earned media to further our message.
  • We now move to a new way of telling our story. Here, we are now mixing our media – mixing the Paid, The Owned, and the Earned media inflections. In this scenario, we are now able to control more of the message. We keep adding more pieces to the story and at the same time using a mix of channels and media types – from text to imagery to video.
  • Content that educates & informs. Content that is useful and of value. Content that helps your audiences overcome challenges. Content that is actionable. You must recognize what and who influences your audience today. The reach of blogs today has greatly expanded from where it was even 3 years ago. Marketers have jumped on the wagon seeing the successes of companies such as Hubspot, who are using a combination of inbound and syndication marketing techniques to bring in new and interested prospects as well the continual reach to current clients. They’re doing so by creating content that is directing the user to a desired action. We at PR Newswire have seen this success ourselves in trying to reach our audiences and have seen great success.  
  • Content that educates & informs. Content that is useful and of value. Content that helps your audiences overcome challenges. Content that is actionable. You must recognize what and who influences your audience today. The reach of blogs today has greatly expanded from where it was even 3 years ago. Marketers have jumped on the wagon seeing the successes of companies such as Hubspot, who are using a combination of inbound and syndication marketing techniques to bring in new and interested prospects as well the continual reach to current clients. They’re doing so by creating content that is directing the user to a desired action. We at PR Newswire have seen this success ourselves in trying to reach our audiences and have seen great success.  
  • Content that educates & informs. Content that is useful and of value. Content that helps your audiences overcome challenges. Content that is actionable. You must recognize what and who influences your audience today. The reach of blogs today has greatly expanded from where it was even 3 years ago. Marketers have jumped on the wagon seeing the successes of companies such as Hubspot, who are using a combination of inbound and syndication marketing techniques to bring in new and interested prospects as well the continual reach to current clients. They’re doing so by creating content that is directing the user to a desired action. We at PR Newswire have seen this success ourselves in trying to reach our audiences and have seen great success.  
  • We continue to growth in our readers as our dedication to our content increases, and as we continue to get better at honing our own skills at content marketing, we are now seeing a click through rate on our blog that averaged between 9 – 12%. This is tremendous as the trust and importance of this kind of content continues to increase according to the latest Technorati State of Digital Influence report that finds blogs as now one of the top 5 most trustworthy sources of content. Yet, today still only 32% of brands report that they have an active blog.
  • However, 73% of brands report that they are experimenting with video channels such as YouTube. This kind of content can be very beneficial to brands if done in the right way. According to Invodo, in the fourth quarter of 2012 57% of consumers responded to a survey saying that they are more confident about a product when there is a video of the product that they are looking to purchase, and therefore more likely to purchase.
  • Relevant, useful, actionable content – IRS – less-than-glamorous organization utilized multimedia content to help solve a problem for their audience
  • In this example, we were using our own methods that we speak with our clients about to help educate our base on creating content that people will want to share. We created a multimedia and multifaceted approach and then syndicated this content to drive me to take an action. Our hope was that people would forward this message on and then follow through to ask us some questions.
  • We syndicated the content only after we had already posted the content. We wanted to be able to test our theories ourselves. In testing this, we were really able to see some great results, after we syndicated the content our social sharing numbers, as well as ever other number we monitored & measured jumped. This only worked because we set some goals at the beginning of what we deemed what success would look like. We were then able to measure against those goals along the way.
  • >Because of the mentions of the National Suit Drive on social media, Men’s Wearhouse was able to donate an additional $25,000 to the cause.
  • Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.  Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.  Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that. Content has to be easily found by your audience - Search engines and social networks play a huge role in the ability to drive content marketing, but so does syndication. When your content is visible on websites that your audiences rely on for information, the content is credible. 
  • CONTENT TO CONVERSION: Is Your Content Driving the Right Path? By Ninan Chacko – CEO of PR Newswire

    1. 1. CONTENT TO CONVERSION:Is Your Content Drivingthe Right Path?Ninan ChackoCEO
    2. 2. PR Newswire is the global leaderin innovative communicationsand marketing services,enabling organizations toconnect and engage with theirtarget audiences worldwide
    3. 3. Amplify your content through our syndication networkPR NEWSWIRE’SCONTENTSYNDICATIONNETWORK150+ MOBILEPARTNERSHIPSSOCIAL MEDIAPRN’s social feeds +social sharing buttonsGLOBAL NETWORKOF 9,000+ ONLINENEWS SITES & PORTALSSEARCHPRNEWSWIRE.COMAverages 1.5+ Millionmonthly unique visitors, withindustry-leading searchvisibility200,000+GLOBAL MEDIAOUTLETSBROADCAST +ONLINE VIDEODISTRIBUTIONTARGETED DISTRIBUTIONFind relevant influencers byIndustry, region and/or topicPRN’s MEDIA SITEFor registered journalists& bloggers from 27,000+Media Outlets
    4. 4. We have theresources tomake yourcontent moreVISIBLE.We have thedistribution &syndicationnetwork toAMPLIFY yourcontent.Our products &services help youcontinuallyENGAGE yourtarget audiences.
    5. 5. Not so very long ago…Traditional methods worked independently to informconsumers through EARNED and PAID media.
    6. 6. Image source: http://www.threewingsmedia.com/2011_02_01_archive.htmlADVERTISER• Pushes information• Needs to listen• Focuses on transactionsCONSUMER• Values authenticity• Wants to be heard• Expects an immediateresponse to questions
    7. 7. The future is nowContent drives them allOWNEDMEDIAEARNEDMEDIAPAIDMEDIASOCIAL + SEARCH + MOBILEA brand pays toplace ad or contentin a channel todrive conversationforward.Publicity gainedthrough influencerpromotion, including shares, likes &tweets.Brand publishedcontent to driveearned media andsustain buzzaround brand.• Advertising• Events• Direct Marketing• Press pickup• Blog mention• Social sharing• Word of mouth• Company blogs• Company website• Company socialaccounts
    8. 8. We’re trending towards moreinteractive, two-way communicationbetween consumer and brandacross all media.Companies must provide value andengage customers in meaningful andexciting ways in order to gain their trust.CONNECTED =ENGAGED
    9. 9. The creation and sharing of highquality, valuable content by thebrand to engage current &potential audience and influencers.Content Marketing will AMPLIFY your existing mediacampaigns, increase VISIBILITY and driveENGAGEMENT leading to your desired outcome.CHOICEPREFERENCECONSIDERATIONAWARENESSContent Marketing
    10. 10. The value exchangeBRANDCurrency = ContentAUDIENCECurrency = Personal InfoJane Smithjane.smith@xyz.com555-555-5555CEO, XYZ Corp.The brand continuously deliversrelevant content & establishesits worth to the audienceThe audience trusts the brandenough to identify themselves &grant permission for engagement
    11. 11. What that looks like…
    12. 12. IDENTIFY & TARGETPROMOTE &SYNDICATECREATE, CURATE &OPTIMIZE CONTENTLISTEN, ANALYZEMEASURES &STRATEGIZEENGAGE & INTERACTThe PR NewswireVision of ModernStorytellingLINKS FROM SOCIALboost search rankings, so getyour message shared [1] [2]
    13. 13. Adding the customer’s voice into contentIt starts with LISTENINGSocial MediaChannels• Twitter hashtags #• LinkedIn groups• Relevant blogs• Anywhere your audienceis talkingCustomerFAQsWhat questions do yourcustomer service peoplehear most often?IncomingSearch TermsWhat are the mostpopular keywords &phrases bringingsearchers to your site?
    14. 14. Map your content to thecustomer’s buying process
    15. 15. Research data, funny videos,curated lists, infographics,thought leadershipTypes of contentThought leadership &entertainment to build brandand awarenessTools that help buyers find youwhen they are looking forsolutionsCompany-specific informationto help evaluate & reaffirmselectionBuying guides, RFP templates,ROI calculators, whitepapers,analyst reports, webinarsPricing, demos, servicesinformation, 3rd party reviews,customer case studiesGated?EARLY STAGEMIDDLE STAGELATE STAGE*Content courtesy of Marketo
    16. 16. Research data, funny videos,curated lists, infographics,thought leadershipTypes of contentThought leadership &entertainment to build brandand awarenessTools that help buyers find youwhen they are looking forsolutionsCompany-specific informationto help evaluate & reaffirmselectionBuying guides, RFP templates,ROI calculators, whitepapers,analyst reports, webinarsPricing, demos, servicesinformation, 3rd party reviews,customer case studiesGated?EARLY STAGEMIDDLE STAGELATE STAGE*Content courtesy of MarketoContent must always berelevant and helpful
    17. 17. Classic story arcx = timey = tensionopeningsceneclimaxdénouementEarned Mediabeginning middle endAdapted from Lou Hoffman - www.Hoffman.com72 Hours
    18. 18. x = timey = changeOld Way New WayfuturestorytellingfodderAdapted from Lou Hoffman - www.Hoffman.comThe communicator’s story spike
    19. 19. Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
    20. 20. Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
    21. 21. Content such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
    22. 22. We began blog post syndicationin June 2011 and found ourblog traffic more than doubledfrom earlier in the year53%And, in the first month, those additional eyes proved to be a qualified audience52.8% increase inblog subscriptionsClick-throughrate increasedto 12.15%from 9.43%average 52.4% increase inblog post sharesContent such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buy
    23. 23. 57%More likelyto purchasewhen thereis videoContent such as Blog Posts & YouTube videos canEducate Customers to the point where they’re ready to buySource: Invodo Etailing Group Study – How Consumers Shop with Video – Q4 2012
    24. 24. With content tailored to what customerswant or need, they end up spendingmore time engaged with that content… developing a relationshipwith the brand and remainingengaged with the productsAND
    25. 25. Stream & distribute your content in multiple formatsOnline distributionswith photoMultimedia NewsReleasesARC EngagementPlatformsPhoto (image such as photo, logoor infographic)Photo + Video + Audio + PDFs +Dedicated PagePhoto + Dynamic Video+ Dedicated HTML Page+ Strategic Placement
    26. 26. * The number of stories with downloadable filessuch as PDFs, PPTs, DOCs is significantly fewerthan those without, however the data shows thepotential for very high visibility when such assetsare included along with other multimedia assets.Source: PR Newswire Web Analytics, June 2012Releases with multiplemultimedia elements resultedin up to nearly 10 times morethan that of text-only releasesMore multimedia = more views
    27. 27. Multiple-stage engagementPERSONA:Tax filers who:1. Are concerned doingtheir taxes will take a lot oftime.2. May fear safety ofsharing their informationonline.3. Don’t want to spend alot of money to file.ACTION:Awareness: Release textConsideration: WatchvideosPreference: How to videoChoice: File now.
    28. 28. Multiple-stage engagementPERSONA:PR & Marketers who:1. Want to learn how touse video to tell their story.2. Think that video is toocostly or difficult toproduce.3. Don’t know how to usetheir channels to syndicatetheir video to theiraudiences.ACTION:Awareness: Release textConsideration: WatchvideosPreference: How to videoChoice: Ask for someoneto contact them.
    29. 29. Adding distribution paid off — tallyingthousands of reads of the press release —and tens of thousands of video views.Readers of the multimedia release shared it withtheir Facebook friends 196 times (as of Mar 26)Distributed content reaches qualified, interestedaudiences. And social shares have a strong viraleffect, triggering more shares.The effect of content distribution
    30. 30. Men’s Wearhouse utilized the a combination of multimedia, multipleassets, and multiple updates to power an integrated paid, ownedand earned media campaign and drive their CSR initiative; theirnational suit drive that collects gently worn clothing for thosetransitioning back into the work forceOBJECTIVES:> Secure at least 110,000 clothingdonations> Increase interaction withMultimedia content> Grow visibility and awarenessaround the National Suit Drive> Deliver high campaignImpressions without media buys> Garner traditional & social media |attention> Promote social engagement and |donations through Facebook &Twitter> Improve search visibilitysurrounding the campaignCorporate social responsibility
    31. 31. 130,171 total garments collected. ARC ENGAGEMENT STATSTotal impressions through strategicmedia placements1,919,378Total video streams (views) 42,511Total landing page views 7,98895% of exit links went to the Men’s Wearhouse site400+ search queries leading to the ARC250 unique keyword searches leading to the ARCBreaking suit drive records!Social media mentions:35,536Impressions:46,212,223Facebook• 10,997 likes/comments/shares• 3,631 tab visits• 16,185,076 unique users• 35,577,116 total impressionsTwitter• Trending topic• 10,635,107 total impressions• ~10,500 retweetsAdditional $25k donated to the cause
    32. 32. Publish a steadystream of contentKeep it relevant& interestingTRUST RELIABILITY DELIGHTAdapted via: http://danspira.com/2011/09/10/make-room-for-follow-through/
    33. 33. 1CONVERGENCEof Paid/Earned/Ownedis blurring linesbetween corporatecontent from how it’screated to who andhow it is beingcurated.2SYNDICATIONthrough a variety ofchannels is criticalin achievingaudienceengagement.3CONVERSATIONaround your messageorganically is the firststep to effectivecontent marketing toensure it’s seen,searched, and shared.3 KEY TAKEAWAYS

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